CMOs Increasingly Reject Agency-Of-Record Model

CMOs are turning away from the traditional agency-of-record model in search of innovation and personalized service, according to a study.

Companies are also finding new ways to locate and vet agencies, the study from the CMO Club in thought leadership with Globality revealed.

The CMO Club surveyed 106 CMOs from a range of …

advertiser-agency relationship, agency, agency review, cmo, research

1 comment about "CMOs Increasingly Reject Agency-Of-Record Model".

Check to receive email when comments are posted.

Ed Papazian from Media Dynamics Inc, April 24, 2018 at 9:12 a.m.
This kind of report is very difficult to interpret. What kinds of "CMO's" responded to this study? How many were involved in DR as opposed to branding---or both? How many were what could be called big ad spenders as opposed to mom and pop marketers? What percent of the top 200 advertisers on national TV, have agency-of-record" agency assignments for individual brands covering account handling, creative and media? How many top 200 TV advertiser brands don't have AOR's? How has this changed over the past five years? etc. I realize that such detailed information is probably not available but without it I don't see how we can accept that a major upheaval in how advertisers interact with agencies is in progress. It's merely speculation.
Reply

Next story loading